Case study – Cosmote

COSMOTE – New Media Agency

The objective of this case study

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Investigate the online advertising efficiency.

Is to ...

Present the `Best Practices` in this domain.

To outline the online advertising opportunities.

Theme:Launching the first mobile phone with the COSMOTE brandCosmote Vairy Touch

Objective- brand awareness - increasing sales - information

Promotion Instrument- personalization of the public profile page

Campaign length- 2 weeks (17.12 - 31-12.2009)

Target audience - female, male

About campaign

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Strategy

Home `Notifications` is the second page that traffic on the site with over 245,000 daily impressions from 100,000 unique users.

Neogen users access this page frequently to see what activities took place on their profile recently: visit new profile, users who have become fans/ friends of the profile, messages/gifts they received recently etc.

We associate the idea of notification to the idea of communicating with friends via SMS. Thus we customized

• Access link to the `Notifications` page• The whole `Notifications` page

By linking the idea of communication via SMS with one of the most viewed pages on Neogen site, advertisers have made another step towards leaving the `common ` embracing a creative idea with an positive impact on the public.

`Notification` page personalization

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Acces button on the `Notification` page

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Link acces personalization on the `Notification` page.

`Notification` Page

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Personalizare pagina `Notificari`.

Results

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`Notifications` personalized page have been viewed more than 3.5 million times and we have been recorded as many clicks on the page access button.

Neogen users have generated over 50,000 visits to the product page on the Cosmote website promoted.

Advertisers who have already understood the importance of the online component in the promoting strategy must constantly seek more efficient methods of communication.

Conclusions

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Precise TargetingAge | Sex | Location | Interests

Measurability Count the number of

Displays, Clicks, Visits, Read messages etc.

Neogen uses advanced targeting criteria to ensure that no ads display are wasted.

Diversitate - Instruments and advertising spaces

Message, Text ads, Banners etc.First page, Games, Chat, Dating etc.

The secret ingredients in defining an effective advertising campaigns

Defining a viral promotional campaign involve the selection of the appropriate instruments, finding an effective method of use and finally creating a strong emotion through different and unexpected ideas.

Success consists of:1. Make people feel2. Make something unexpected3. Trying not to advertise, but to create stories4. Make a campaign in episodes (to be continued ...)5. Allowing the distribution, downloading and facile embeding of materials6. Connecting with the target audience, through comments or messages7. Allowing easy access to materials

All the essential ingredients they found on neogen.ro, the outstanding results of our clients demonstrates the viral power generated by users of the largest

social network in Romania. Neogen means 100% emotion!

Conclusions

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